Before launching any AR challenge or hackathon, we consult with our partners to help come up with a brief, which should include details like prize structure, preferred AR formats, visual theme and participation requirements.
Lenslist x Effect House
Exploding Kittens Challenge
In this amazingly successful challenge we partnered with both Effect House and Exploding Kittens (one of the most famous board games ever!) to activate the AR Community around their brand, drive organic traffic and engagement to their account and most importantly spread brand awareness in the most natural and playful way possible. With a $20,000 prize pool and an amazing IP as inspiration, AR Creators submitted thousands of effects to get to the top!
quick recap
~3,000
No. of Submissions
$20,000
Prize Pool
Global
Reach & Diversity
Briefing Period
Creative Brief and Custom Landing Page
With this challenge, next to the brief we drafted the Terms and Conditions, tailored to specific needs and requirements of our partner and the challenge itself. Without this document, no challenge can be launched or conducted!
Submission Period
Outreach Campaign
During the submission period our task was only to support the challenge with our content and activity on TikTok, motivating Creators to come up with new, innovative and playful AR effects – the most important factor to make sure of was for the submissions to fit the brief and showcase the Exploding Kittens brand image and energy in the best possible way.
The Results & Selection Period
As a result the challenge received thousands of submissions – games, face filters, try-ons – which generated millions of videos made with the AR effects, resulting in billions of organic impressions and making it impossible for any TikTok user not to get acquainted with Exploding Kittens on their FYP. Check out some of the winning effects below!
Once the winners are selected, we start the prize fulfillment process right away. With all the necessary paperwork needed to be signed to transfer the prize money to all different countries, with a data validation piece on top, this process takes a couple of weeks, but considering our experience in the field, we take care of the process from start to finish with no unnecessary issues or delays.
Final Thoughts
Being a part of this challenge and seeing how many advantages this format can bring to brands was an amazing experience for our team. Considering how ill-performing paid ads have become, a mass engagement campaign and organic one on top of that makes so much sense for any brand trying to make an impact, be seen and create a community on any social platform and especially the video-focused TikTok. Looking forward to more collaborations like this one!
This challenge proves that this format can work for all types of innovative brands. Why?
Hundreds of Creators developing AR experiences within your brand’s image, mission or campaign means thousands of people create content using these effects at the same time = more visibility, organic reach and brand awareness;
AR Community is ready to come up with high quality content, creative designs and well-developed 3D models (see the AR Fashion Month Challenge winners!);
You can license AR experiences you like most = wide spread of inspired work to choose from instead of 2 or 3 creative proposals from your agency;
AR Creators are social media influencers of creative spaces online and have global reach – the average Instagram followers count of an AR Creator is ~10k. Hundreds of AR influencers, followed by thousands of AR users in a price of one campaign with an influencer;
Boosting the innovative, creative and collaborative image of your brand = checking off all three most valuable tenets of web3/metaverse marketing approach.
Contact us to learn more about AR Community Challenges and take on the challenge yourself!